Web analytics ‘rising in importance’
The economic crisis is prompting most companies to keep investing in web analytics in order to attain the best returns from their marketing campaigns, according to a new poll.
Almost nine in ten of those surveyed by the eMetrics Marketing Optimisation Summit said they have either maintained or upped analytics expenditure in spite of the credit crunch.
Over 80 per cent also indicated that senior management at their companies were taking a greater interest in the benefits of web analytics in marketing campaigns.
"This may directly correlate to the increase in budgets for web analytics tools and services and certainly points to an increased need for more analysts and consultants," commented Jim Sterne, author of the report.
The survey also found that many marketers intend to keep investing in advertising channels such as email and search during the financial downturn.
According to a recent MarketingProfs poll, the shift towards the online medium is prompting some companies to cut back on traditional media investment.
